Shell launches LEGO® promotion in collaboration with Ferrari

The Rolex Formula 1 Australian Grand Prix marks the much-anticipated start of the 2013 Formula One World Championship, and to kick-off the event-filled weekend, Fernando Alonso and Felipe Massa joined media and locals to launch a new Shell promotion in collaboration with Ferrari and the LEGO Group in Australia.

To mark the occasion, the Scuderia Ferrari official drivers, showcased the world’s first life-size Ferrari F1 car model built by LEGO for fans in Melbourne today. At the event Alonso and Massa also raced young fans with six limited edition Ferrari model LEGO cars with pull-back motors, along with two giant LEGO minifigures.

“The life-size LEGO Formula One car is travelling around the world supporting an exciting offer from three significant global brands.”

Jane Morwick, Shell Retail Business Manager

The offer introduces six exclusive Ferrari model LEGO cars based on some of the most iconic vehicles in Ferrari’s motoring history: the Ferrari 150° Italia, the Ferrari 250 GT Berlinetta passo corto, the Ferrari F40, the Ferrari FXX, the Ferrari 458 Italia and a Scuderia Ferrari Truck.

The limited edition Ferrari model LEGO cars have the smallest pull-back motor ever produced by LEGO Group. They are capable of performing over 300 pulls, propelling the 30 g vehicle up to two metres. Shell and LEGO worked on the development of the mini-motor for over 18 months, expressing the spirit of technological innovation and improved performance that is at the heart of Shell V-Power fuel and Shell’s partnership with Ferrari.

“This campaign represents the joint passion for performance that Shell shares with Ferrari, whilst incorporating the fun and imaginative nature of LEGO. Whether our customers are fans of Ferrari, motorsport or LEGO bricks, we think these toys will provide an exciting opportunity for them.”

Jane Morwick, Shell Retail Business Manager

From Monday 18 March, customers will be able to purchase exclusive Ferrari model LEGO cars at Shell Coles Express sites across Australia. A new model will be available each week for six weeks.

Motorsport fans can learn more about Shell’s Technical Partnership with the Ferrari team by visiting www.shell.com/motorsport.

Motorists can download the Shell Motorist App to their iPhone or Android to locate Shell V-Power stockists, or visit www.shell.com.au/fuelfinder.

A Video News Release (VNR) featuring footage from the event is available here: www.gianfrancomarchese.com/VNR_SHELL_2.zip

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